Marketing messages for post-pandemic destination recovery- A Delphi study

doi:10.1016/j.jdmm.2021.100676

Journal of Destination Marketing & Management

Volume 23, March 2022, 100676

https://doi.org/10.1016/j.jdmm.2021.100676 Get rights and content

Highlights

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Fifteen key features of post-pandemic destination marketing messages are detected.
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Eight of these message features attained panel consensus on a cutoff of 75%.
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The partisan gap emerged as a vital consideration in targeting American visitors.
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A balance of safety and travel experience is recommended as the key for recovery.

Abstract

What is the best way to communicate with American outbound visitors as the travel recommences after the COVID-19 pandemic? This timely study aimed to find answers to this question faced by many destinations. To this end, ideas were sought from industry and academic experts on what message features may positively influence American visitors international travel intentions following the COVID-19 pandemic. Three rounds of conventional Delphi research delivered fifteen message features, eight of which attained panel consensus. These included COVID-related features such as safety , accurate pandemic information , a show of open outdoor spaces , and building visitor confidence along with destination-related features including positive destination attributes, authentic local experience, locals support , and reminder of joys of travel . Each message feature is discussed in detail with implications to the prescribed context.

Keywords

COVID-19

Destination marketing

Post-pandemic marketing communications

Post-pandemic destination recovery

Crisis communication

Cited by (0)

Shweta Singh, Ph.D. Candidate, Purdue University, Shweta Singh, a doctoral candidate in the White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management at Purdue university, has more than five years of experience in tourism operations and marketing. Her research interests are destination marketing communication, persuasion, and post-disaster recovery.

Dr. Annmarie Nicely, Associate. Professor, Purdue University, Dr. Nicely is an Associate Professor in the White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management at Purdue University. Her primary area of research is behavioral issues in hospitality business and tourism communities. She is the founder and lead researcher of the Visitor Harassment Research Unit at Purdue.

Dr. Jonathon Day, Associate Professor, Purdue University, Dr. Jonathon Day, an Associate Professor in Purdue's White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management, has over 25 years of experience in tourism management. An award-winning marketer, Dr. Day is committed to ensuring tourism is a force for good in the world. His primary area of research is sustainable tourism and social entrepreneurship. He currently chairs the Travel Care Code (travelcarecode.org), a network of academic and marketing organizations promoting responsible travel.

Liping A. Cai is a professor in the White Lodging-J.W. Marriott, Jr. School of Hospitality and Tourism Management at Purdue University. Dr. Liping A. Cai is director ofPurdue Tourism & Hospitality Research Center. He studies consumers of hospitality and tourism and has authored 250+ peer-reviewed research articles, including eight best papers coauthored with his doctoral students at international conferences. He pioneered the cooperative branding model for rural destinations and currently focuses on branding, rural tourism, and China market.

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